Therefore, it’s no surprise that many brands sell their items on the platform. Nonetheless, selling on Amazon has become tougher lately due to an abundance of low-cost and poor-quality counterfeits and dishonest retailers.

If you sell on Amazon, you are aware of the intense competition in its markets. Therefore, the marketplace introduced a program for enrolled sellers to help them fight trademark infringement.

What is Amazon Brand Registry?

Potential buyers of FBA businesses are truly wary of purchasing existing businesses that can be smartly hacked or copied, which could result in the loss of the ‘buy box’ and associated income. Therefore, if you are a brand owner who manufactures and offers your private-label goods on the marketplace, you should register on the Amazon Brand Registry.

Brand Registry is a program that identifies sellers to Amazon and allows them to build and protect their brands in the marketplace.

Why Did Amazon Launch the Brand Registry Program?

Amazon has encountered lawsuits from businesses alleging that the work done to avert the sale of counterfeit goods and intellectual property infringements is insufficient.

Amazon launched Brand Registry to halt the wave of counterfeiting and IP violation problems on the Amazon website. Moreover, it shifts some of the burden of infringement control from the marketplace to sellers.

Since the program identifies sellers and their enrolled retailers, it facilitates for Amazon to start implementing its Standards for Brands Selling. Thus, it informs sellers that they can not sell directly to buyers using the Amazon Marketplace anymore. Instead, they can sell products directly to Amazon Retail as suppliers.

Updates to Amazon Brand Registry 2.0

Brand Registry 2.0 is a better service version. It is designed for resellers who own brands, producers of goods, and distributors. Moreover, it allows retailers to manage certain Amazon goods. If any of the three categories suits you, the program will not approve you.

The new version of the program – Amazon Brand Registry 2.0 – is Amazon’s method of proving it’s targeting sellers who take their brand seriously rather than offering waste products. The platform has updated its program substantially since May 2017. Whereas there will be constant upgrades, the main amendments are the following:

• Improved brand control over fakes. New instruments to detect violating goods. Sellers can search by brand, trademark, or item name and upload item images to see listings with identical images that may infringe on their copyright.

• Custom brand page. An Amazon storefront brings buyers who click on your brand name to your created brand page.

• Headline Advertising Brand Registry 2.0. Promotional headings allow you to attach a line of text to the left of the ad, along with three other products that get preference at the top of the results page.

What Are the Brand Registry Benefits?

Based on the information provided by Amazon, over 130.000 business people worldwide have registered their brands on Amazon. So what is the Brand Registry on Amazon designed for? With it, sellers detect and report 99% fewer alleged violations than before the program’s start. So let’s see how Amazon seller Brand Registry can help you:

Build Your Brand

• A+ Content. It allows companies to demonstrate their brand stories and product traits with formatted text and images on the Amazon detail page to increase conversion and boost sales further.

• Sponsored brands. Boost your brand awareness with advertisements with your logo, tailored heading, and up to three selling items.

• Amazon Stores. Promote your trademark and goods for free using your multipage Amazon Store.

• Amazon Brand Analytics. Your decision-making may be more productive with potent data from Amazon Brand Analytics, including customer search queries and behavior reports.

• New seller incentives. Recent brand owners who sign up with this program can receive up to $50.000 in bonuses and discounts.

Protect Your Brand

• Accurate listings. Better run your product pages, so buyers see authentic information.

• Proactive brand protection. Amazon’s automated protections leverage information about your business to remove violating or incorrect content in advance. As you provide more details, the program will better assist you with protecting and enhancing your brand experience.

• Report violations. Amazon’s potent search tools allow you to detect and report alleged infringements quickly.

What Are The Amazon New Brand Registry’s Drawbacks?

Do not consider the points mentioned below as real cons, but things Brand Registry won’t do for you.

Amazon doesn’t take action against brand owners who list your goods against your will. Instead, it works against those who offer counterfeit or violating items. Also, the marketplace doesn’t take action against those who market your brand’s goods at a minimum advertised price (MAP).

How Can Seller Central Brand Registry Help Me Promote My Brand?

Amazon-registered brands and verified companies have more control over the information displayed on a product page compared to other brands selling the same product. This way, you can improve your Amazon brand services and listings and make it easy for buyers to find your items.

How to Check if a Brand is Registered on Amazon?

Even though there is no public database of companies signed up with Amazon, Enhanced Brand Content (EBC) gives a more detailed description of goods with more images, complex layouts, and formatting. Nonetheless, EBC is optional, so it doesn’t mean the brand is not registered if it doesn’t have EBC.

The most straightforward way to verify Amazon brand ownership as a customer is to check if it has an Amazon Store or A+ Content on the product page.

How to Enroll a New Brand on Amazon?

Amazon Brand Registry is essential for new brands. If you wish to learn how to enlist a new brand on Amazon, here are some steps you should know:

STEP 1: Create a Brand Registry account by submitting all the necessary details.

STEP 2: Once you create an Amazon Brand Registry account, on the left-hand corner of the homepage, find and click on ‘Enroll a new brand,’ and you will see the list of information required for registering your brand.

STEP 3: When you have covered all the information, click on ‘Enroll your brand,’ and you will be led to a form wherein you have to fill in your brand name. Ensure the brand name you enter matches precisely with your trademark name. The characterization of the brand name you enter must be the same as your registered trademark name.

STEP 4: As the brand name is enrolled, it is unlikely that you or any other party of your brand will be able to make changes to it. If the brand is already registered, you will see a message saying so, and your details might be sent to the brand owner. If your trademark is not being registered or if you are applying within 48 hours of registration, the program will not enable you to proceed.

STEP 5: Once you answer the questions, you will be asked to provide the details of your trademark and the categories to which your items belong. You should also be able to verify yourself as an owner of the trademark. 

STEP 6: Once you submit the application, you receive an email notifying you of your submission. Amazon will contact the person or entity that applied for the trademark. If you use the legal entity, the legal entity will receive a notification containing a code. You must obtain and submit that code to your Brand Registry application.

Once Amazon has both verification points, your Amazon brand ownership will be approved. You can repeat this process by clicking ‘Enroll Brand’ for each registry trademark you own. Once you enroll, you can begin receiving the benefits of being an Amazon brand owner.

How Can Your Business Benefit From Brand Registry?

Merchants can accelerate removing a doubtful or bogus item from a listing as they can quickly show Amazon that they are brand owners.

Fake listings are a prevalent issue for well-known businesses or merchants with high sales rates.

Removing dishonest merchants from the listing is not a problem if the seller uses FBA. Once in the Brand Registry, merchants can more quickly confirm whether someone has faked a product as the previous work of enrolling the brand on the website has been completed. In addition, Amazon will get rid of all counterfeit inventory if the brand owner uses FBA. In contrast, other brand owners may revert to a listing after they have been removed by opening another merchant account with another name.

Adjusting Marketing Strategy to the Brand Registry Enrollment

When devising an efficient Amazon marketing strategy, it would be best if you understand your audience through data analytics. For example, Amazon Brand Registry allows you to access your clients’ buying behavior, search terms, items that suit them, and essential demographics. By understanding these aspects, you can make reasonable adjustments to your Amazon marketing strategy, make changes to your store, and boost your sales.

Brand Registry is a viable option with a lot of potential for brand reputation. The point is, it’s not so easy to enroll in a new brand. It takes a carefully crafted business strategy to know for sure if the money and effort put into obtaining the ® symbol for their product.

While you see the benefits and drawbacks of having an enrolled patent or trademark, several options still protect your trademark and brand in the marketplace. For example, optimizing your listings, picking relevant keywords for your product names, and keeping a close eye on your competitors may reduce the risk of your selling items being hacked.

So an efficient solution is to find a reliable Amazon marketing agency that will make your life easier.

The Cost for Amazon Brand Registry Application?

No cost is required to enroll in the Brand Registry program at this time. Nonetheless, it would be best if you had an enrolled trademark to pretend to apply for a Brand Registry.

The fee for a registered trademark is usually between $225 and $400. Yet, these fees may range contingent on the class of protection you wish to purchase.

How Do Brand Registry’s Changes For The Better Affect Your Business?

The improvements made in the Brand Registry program are apparent. Strengthening pre-registration requirements and introducing trademark requirements must substantially reduce the likelihood of brands and goods faking. The addition of the “Report a Violation” search instrument facilitates detecting and reporting brand violations, which is a blessing for entrepreneurs on Amazon. The platform’s readiness to shift the challenge of verifying the authenticity of fake brands and items from sellers to themselves is supportive, the same as their readiness to set aside four hours to respond to complaints.

There are a few other issues, such as insufficient protection against MAP infringers and the incapacity to prevent unauthorized merchants from purchasing branded goods and selling them according to the MAP. Amazon Brand Gating enables sellers to own their listings and regulate which merchants can use those goods. It is done by requesting other sellers to apply for the right to sell your business and items and requesting them to pay a fee. Nonetheless, Brand Gating works by invitation for now.

Wrapping Up

Protecting your brand when working with Amazon is the topmost priority. Enrolling your brand under the Brand Registry program will save your goods from fakers, hackers, and other infringers and provide you with access to multiple instruments, thereby assisting you with boosting your sales and income. If you wish to understand the program better, feel free to reach out to us.

Shops on Amazon have a lot to gain from signing up for Brand Registry. From more excellent business protection to never-ending methods of attracting clients, you’ll have whatever you need to boost sales and increase brand awareness.

It all amounts to ensuring the most positive brand experience. With all the tools at your disposal, you’ll reach your full potential in the marketplace and surpass your competitors.

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About the Author:

Lana Parchuk is the Head of Project Management at Profit Whales, a full-service marketing agency for e-commerce brands that scales them on Amazon and beyond via a cross-channel approach.

With over two years of experience of work in Profit Whales, Lana went through all the stages from Customer Success Manager to Head of Department. She built a system of managing multiple marketing channels (Amazon and social media, search ads, etc) for e-commerce businesses to set clients up for success. 

Naturally, everyone reading this is asking the same question: how do I calculate the right bid then? My answer to that is it’s not so simple. There’s an important distinction that needs to be made before discussing bids and it’s the difference between your bid and CPC.

Why Your Bid Is Different Than Your CPC and What to Do About It

Amazon gives you the option of three strategies that you can use when bidding on a keyword, they are dynamic bids up & down, dynamic bids down only, and fixed bids.

Any form of dynamic bidding allows Amazon to change the actual bid you place which can cause a massive difference in CPC. A $0.75 bid can quickly turn into a $1.50 one with up & down and if you have a placement boost on top of that your bid could reach $3 and beyond.

This means setting the right bid isn’t really what you should be aiming for, the CPC is actually what you end up paying and consequently matters a lot more.

The ACoS vs Sales dilemma

Every seller could theoretically achieve a 1% ACoS, they’d just have to be fine with selling only a couple of units each month.

Every seller could also achieve seemingly infinite sales growth, they’d just have to be okay with a high ACoS and a massive ad budget.

Unless either of these scenarios appeals to you somehow, you’re going to have to find a balance.

You need to find the sweet spot between sales and ACoS where all the profit is made, and the way you do that is through the concept of the marginal increase in profits.

With this concept, you basically ask yourself if making that next sale at a higher ACoS will increase the overall profit for your account or decrease it. Essentially, is it better to sell 10 units at a 20% ACoS or sell 11 units at a 21% ACoS?

Let’s say you have a $50 product with a margin of 30% and you’re presented with two scenarios, either sell 100 units at 17% ACoS or 130 units at a 23% ACoS, which one do you choose? The 100 units scenario leaves you with a net profit of $650 after ad costs whereas the 130 units will leave you with $455. So in this scenario, it would make sense to keep your target ACoS at 17%.

Finding the magical number that actually works for you will require some testing, which is why most sellers rely on back-of-the-envelope calculations at the beginning, which can work for the time being.

Bidding based on your ACoS target

Now that you have a target ACoS in mind it’s time to learn how to reach it, which requires a bit of math. You see, achieving your target comes down to a simple mathematical formula that goes like this:

Ideal CPC = Target ACoS x CVR x Average Order Value

So, if you have an ACoS target of 30%, your CVR is 12% and your AOV is $54 you’d need a CPC of $1.94 to hit that goal.

Identifying that target ACoS is pretty much the hard part, after that it’s just a matter of working with the numbers you already have.

Is It Really This Easy?

While this all looks simple in theory, calculating CVR for the hundreds or even thousands of keywords you have on a regular basis and updating bids accordingly can be a pretty daunting task. You’d also have to consider the fact that you’re making these calculations based on past data which might not necessarily represent what the future holds – so you’d actually need to predict future CVR for your bids to be 100% accurate. On top of all that, you’d need to figure out the right campaign bidding strategy to use for each scenario and the effect of placement boost on CPC.

You’d essentially need to turn into a machine, calculating CVR for keywords 24/7, managing bidding strategies, and setting the correct placement boosts if you want to make this work.

That doesn’t sound fun or realistic. This is why it makes sense to enlist the help of an actual machine, or software, like AiHello to do this for you.

An AI-based PPC bidding software takes into account dozens of different factors and billions of dollars worth of advertising data that actually allows it to predict the future CVR of your keywords. They’re capable of doing these mathematical calculations in a split second while also managing placement boosts and changing bidding strategies on all your campaigns automatically.

This means that software is pretty much one of the only realistic ways to keep your account at target ACoS that doesn’t require you to work on your campaigns 20 hours a day or to be a mathematical genius.

Conclusion

Whether you decide to go the software route or not, success with ads comes down to selecting the right ACoS target that will maximize profits and working backward using mathematical formulas to get there. If you know your numbers well enough you’ll always do well in the world of PPC.

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About the Author:

Saif is the Co-Founder and CRO of AiHello, a one of a kind AI-based PPC software used by 4000+ sellers worldwide. Saif is an expert in both the quantitative and qualitative parts of Amazon where he’s able to incorporate positioning, branding and mathematical concepts together to outsmart the competition. You can find more of him on Linkedin.

This article will outline details concerning Amazon influencer requirements, how the Amazon influencer program works, how an influencer can create an Amazon influencer account and other essential insights regarding this affiliate program of Amazon. 

What is the Amazon Influencer Program?

The Amazon Influencer Program is a cost-efficient marketing strategy that allows sellers to easily reach potential customers interested in their product listings. 

What makes this Amazon affiliate program unique from other Amazon advertising strategies is its focused approach by working with social media influencers active on specific social platforms. 

What is an Influencer?

The term “influencer” should be understood in its definitive meaning and everyday usage. An influencer is an individual or group that has a significant social media following.

Currently, the Amazon influencer requirements specify that those influencers with eligible social media accounts can qualify for the Amazon Influencer Program. Once influencers have met the Amazon influencer requirements, they are expected to provide recommendations through content creation via social media platforms. 

Here’s How The Amazon Influencer Program Works – Amazon Influencer Requirements

Since the Amazon Influencer Program is an extension of the Amazon Affiliate Program, its dynamics are somewhat similar. Those participating in the program can likewise create shopping ads and build links they can integrate on their own website or social media platforms. 

However, unlike the Amazon Affiliate Program, where anyone can apply to become an affiliate, the influencer program of Amazon is different. Not everyone can become an Amazon influencer. 

There are specific Amazon influencer requirements for an individual to be accepted to the program. Some of these Amazon influencer requirements include the following:

Social Media Accounts 

As mentioned above, one of the Amazon influencer requirements is a social media account. Amazon Influencer Program applicants must have an active social media account for eligibility. 

Amazon accepts all types of influencers, provided the applicant must have a YouTube, Instagram, TikTok, or Instagram account. With the recent update, Amazon has discontinued accepting Twitter accounts as part of the application process. 

Large Following

One of the critical Amazon influencer requirements is for applicants to have a large following. Although there is no specific number of followers stipulated by Amazon, it is advised that applicants should have at least 1000 followers to increase their chances of getting accepted to the influencer program. 

Platform Engagement 

Another Amazon influencer requirement that applicants should meet is social media engagement. Whether your platform of choice is YouTube, Facebook, TikTok, or Instagram, you should always engage with your fans or followers. Amazon simply wants to check that you are committed to creating content and engaging with your followers. 

High-Quality Content

In addition to followers and engagement, the Amazon Influencer Program applicants should also produce high-quality content. The primary purpose of this particular affiliate program is to educate customers about the product. Hence, quality content is a necessary Amazon influencer requirement. 

Becoming an Amazon Influencer – How to Create an Amazon Influencer Account 

Now that you are familiar with the Amazon influencer requirements, here is a guide on how to create an Amazon Influencer account. 

Step 1: Sign Up 

Influencers must first SIGN-UP for the Amazon Influencer Program. During the sign-up process, they can choose whether to use an existing Amazon customer account or create a new one. For this example, we will use the first option – “Use an existing customer account.” 

If the program applicants do not have an Amazon customer account, they will need the following information to proceed with creating the customer account. 

Image Source: Amazon

• Name
• Email
• Password
• Address (for OTP)
• Phone Number (for OTP)

Step 2: Choosing A Social Media Account

As discussed, social media accounts are one of the Amazon influencer requirements for influencers to be accepted to the Amazon influencer program.

After logging in to their existing Amazon customer account, they will be asked to choose a social media account for the influencer program. Influencers must log in or sign up with their social media account for verification. 

Image Source: Amazon

Step 3: Influencer Profile Creation

Once influencers have chosen a social media account for the influencer program, they must fill out a form as part of the registration process. This form represents their Amazon influencer profile. 

They will need to prepare the following information required for this part of the registration process:

• Public Name (Display Name)
• Short Description of themselves
• Any URL of the accepted social media account

Image Source: Amazon

Step 4: Storefront Creation

Influencers will need to create a storefront after creating their Amazon influencer profile. They must prepare the following for this part of the registration process:

• Storefront name
• Tagline
• Background or Header Image

Image Source: Amazon

Step 5: Important Account Information

Once they are done with storefront creation, they will then be redirected to the Account section. In this section, Amazon will ask influencers the following:

• Payee or Business Name
• Complete Address
• Phone Number
• Two Primary Categories of Choice

Image Source: Amazon

Once influencers are done,  they can click “Save and Finish” to be redirected to the Amazon Associate dashboard. While waiting for approval of the Amazon Influencer Program application, they can start developing your storefront. Typically, the review of their application takes up to 5 business days. 

How Much Do Amazon Influencers Earn? 

When an influencer has sufficed all the Amazon influencer requirements and gained the approval of Amazon, the influencer earns through commission for each Amazon product sold. The commission rate depends on which category the purchased item belongs to. 

Here are the fixed standard commission income rates for specific product categories to give you an idea of the Amazon Influencer Program commission rates. 

Image Source: Amazon

Tips When Using Influencer Marketing for Your Amazon Business 

Amazon introduced the Amazon Influencer Program to benefit Amazon sellers primarily. Similar to other Amazon seller tools like Amazon repricers, Feedback, product research, and keyword research tools, the Amazon Influencer Program can help improve your overall business performance. 

Here are some helpful tips for maximizing the Amazon Influencer Program to your benefit. 

Marketing Agreement: To define your expectations, you must have an influencer marketing agreement. It can help you create a clear working relationship with the influencers in achieving your business goals. 

Niche Selection: You will also need to partner with an influencer that shares your interest and niche. Your marketing campaign will likely be more effective since the influencers’ followers are already interested in the types of products you offer. 

Product Sample: If you have a relatively new product, it will be beneficial to send influencers free samples. In exchange for the free products, they can promote your product on their social media platforms. 

Promotional Ads: You can also create your own video ad or content and let the influencer post it on their social media accounts. This will give you more advertising control over your product or brand. 

Take Advantage of Influencer Marketing Today 

The Amazon Influencer Program does not only benefit influencers in terms of earning commissions. Amazon sellers can likewise benefit from this program through the influence and followers of Amazon influencers.

Your products and brand can quickly reach more people. The influence of social media influencers can increase store engagement and even sales conversion. Influencers can easily share links to your product or even highlight your brand in their content. 

Integrating influencer marketing into your overall marketing strategy can help grow your brand and Amazon business. 

With that in mind, it is important that you understand how Amazon product ranking algorithm works. Thus, making it necessary for you to learn not just Amazon SEO, but also the dynamics of the Amazon ranking algorithm. Understanding how Amazon A9 search engine works will guide you on how to optimize your Amazon listing for better results.

The Product Ranking Amazon A9 Algorithm Dynamics

According to Statista, Amazon’s combined mobile and desktop visits from 2019 to 2020 amounted to over 2.44 billion. Thus, making it the most visited eCommerce platform in the United States. Amazon.com leads by a wide margin over other online selling platforms, with 214.8 million users.

With such statistics in mind, it is crucial for Amazon sellers to rank their product on the first page of the Amazon A9 search engine result if they want to take advantage of the numerous online transactions. To serve as a starting point, having a better understanding of how the Amazon A9 algorithm works would be beneficial. Without a clear understanding of the Amazon A9 search engine and how it works, Amazon sellers don’t always maximize the full potential of their business.

Similar to the Google algorithm, Amazon ranking algorithm performs data analysis, which includes the analysis of historical traffic patterns, since Amazon’s searches are not informational, but rather more transactional in nature. Apart from data analysis, the Amazon A9 algorithm also performs indexing, for it indexes the inputted text in the Amazon listing.

When performing a search, the algorithm takes into consideration the most optimal matches to that of the customer’s search keyword/s and the item relevancy. What makes the Amazon algorithm unique from other online selling platforms is its capability to automatically learn the combination of various relevant features. It is also capable of analyzing past search patterns in order to adapt to what is relevant to the customer’s search.

To simplify its functionality, the Amazon algorithm focuses more on relevance and performance. The “relevance” aspect of its search relates to how products are optimized, especially in its description and use of proper keywords.

On the other hand,  the “performance” aspect relates to the historical performance of a product in terms of its sales history. That is why products that are well-optimized and have been generating sales in the past are more likely to rank higher, as Amazon product ranking algorithm favors both

To boost the historical performance aspect of your product or its sales performance, make use of Amazon seller tools, like Amazon repricers. Amazon repricers will help secure your profit margin and potentially increase the Amazon Buy Box winning rate.

Reliable algorithmic repricers like Seller Snap will deliver an automated repricing strategy to help maximize your profit potential. To learn more about AI repricers, CLICK HERE.

Effective Optimization for Better Amazon A9 Search Engine Ranking

Successful sellers on Amazon understand that in order to rank higher in Amazon search results and increase chances of winning the Amazon Buy Box, an Amazon SEO strategy should be established. Amazon SEO is one of the factors that the Amazon A9 algorithm takes into account. In order to improve your Amazon SEO campaign and for your Amazon listing to be more A9 algorithmic friendly, here are some particular elements to check and optimize.

Handle Title & Brand Name Well

Using the correct title on your Amazon listing has a huge impact on your product ranking. In order for your title to be A9 algorithm friendly, it is suggested that titles should mimic the text found on the physical packaging of the product. In terms of length, titles must not have more than 200 characters, including spaces. To know more about policies for writing listings, CLICK HERE.

The product title should be keyword rich and identify the item you are selling. Take note that the wording employed on your title will determine your potential spot on the Amazon search result page.

Similarly, consideration should also be assigned to the brand designation. Your brand name should be included in the title format. This will increase the chance for your product to rank on searches that are filtered by shoppers according to brand.

Deal With Back-end Keywords

When it comes to ranking your product on the Amazon search engine results page, you should also consider back-end keywords. Back-end keywords do not appear to shoppers checking your Amazon listing page. They are hidden terms that can be inputted in the back-end search field when preparing/editing your Amazon listing.

To help you access the back-end keywords section, here are simple steps to follow:

STEP 1: Click the “Inventory” tab on your Seller Central account

STEP 2: Go to the right side of the page and look for the “Edit” button beside your active products. Click the “Edit” button

STEP 3: You are now in the “Edit Product Info” screen and will automatically see the “Offer” navigation tab

STEP 4: Click on “Keywords” to open the “Search Terms” section

Back-end keywords will help your product reach more relevant traffic. If you are familiar with the WordPress plugin, Yoast, the concept of back-end keywords are somehow closely related to “Keyphrase Synonyms.” For example, if you are selling a hand moisturizer, one potential back-end keyword to use would be hand lotion; for other users may use such terms as their search keyword. To know more about the effective use of search terms, CLICK HERE.

Improve Bullet Points

Another avenue for optimization would be bullet points. Amazon allows you to include at least 5 bullet points in order to quickly highlight your Amazon product. The best Amazon sellers are fully aware of the importance of bullet points.

Bullet points found on the “About the product” section of the listing serve as a quick and substantial preview for shoppers. Bullet points should be used efficiently to effectively convey what your product is and why it stands out over its competitors on the Amazon marketplace.

Product Description

As mentioned above, one of the main basis for ranking a product by the Amazon A9 algorithm is conversion or sales history. For that matter, you should optimize your product description well.

In optimizing this section, mere keyword stuffing will not work. Since your goal is to attract more potential buyers, your product description should be informative, brief, and engaging. Make use of marketing language and strategy that will help answer the query or need of a shopper. Make your description look natural while maintaining proper keyword balance.